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Mktg 331: Marketing Communication Question Paper

Mktg 331: Marketing Communication

Course:Marketing Communication

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : MKTG 331
COURSE TITLE : MARKETING COMMUNICATION
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions

Question 1
Jane a single working mother of 3 children has just obtained a 1.5 Million car loan from her employer. Her salary is Ksh. 65,000. The loan repayment monthly installment inclusive of the interest is Ksh. 32,000. Jane has embarked on a search for her dream car! Outline and briefly explain the buyer’s readiness stages that Jane may go through when purchasing the car. (25 marks)

Question 2
Discuss the pros and cons of using an outside house advertising agency for an organization’s promotional needs. Clients switch from one agency to another due to several reasons. Briefly explain the reasons why agencies lose clients. (15 marks)

Question 3
(i) Describe how preconceived ideas about the source might impact viewer’s perception of an advertisement. Provide examples. (8 marks)
(ii) Explain the impact of the technological environment on advertising and promotion
(7 marks)
Question 4
Define and briefly explain the following in relation to marketing communication:-
(i) Zipping and zapping
(ii) Selective distortion
(iii) Reach/frequency/impact (15 marks)

Question 5
Explain the three ways in which advertising agencies are compensated. Provide examples. (15 marks)

Question 6
(a) Give four reasons why Transit Advertising would be ideal for promoting a new brand of Chocolate “CHOCO-YUMMMY”. (4 marks)

(b) Why is it easy to create brand loyalty through the radio? (3 marks)

(c) Define the following in relation to electronic advertising
(i) VHF
(ii) UHF
(iii) Clutter (4 marks)

(d) What do you understand by pull and push strategies in marketing communications? (4 marks)

Mktg 331: Marketing Communication Question Paper

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